Unlike Ovi a couple of years ago, this brand will speak for itself. This is all about interaction with places around you, about context. Thanks to a best-of-breed product experience, Nokia is well positioned to deliver the most differentiated location experience.

During “Mapplegate” at the launch of iOS 6, my colleague Ted Schadler explained why it was a strategic imperative for Apple to do its own maps. However, at that time, most consumers and observers were comparing only Apple and Google Maps. The harsh reality was that Nokia couldn’t leverage its strength in the location-based space without an umbrella brand like “here.”

Make no mistake: This is not “HERE by Nokia” or any other form of sub-brand. This is an independent brand. Why? Because the opportunity is bigger than just Nokia.

This is about addressing different types of connected devices — not just mobile phones but also tablets, connected cars, and wearables. As such, “HERE” could play a pivotal role in helping Nokia leverage tomorrow’s new mobile form factors.